AXE - The Neighbour
AXE


The Neighbour
AXE Turns Up the Awkward and the Fragrance in Surreal New Ad for Shower Gel
2025
Campaign
Production
Advertising
Strategy
Set in the cluttered-yet-charming apartment of a young bachelor, the film opens with him mid-shower, as the nostalgic German hit “Oma, so lieb” by Heintje plays in the background. When the water suddenly cuts out, a simple search for plumbing salvation evolves into a surreal and unforgettable encounter.
AXE continues to challenge conventions in the personal care space with unexpected storytelling. A brand that proves once again that confidence (and a good scent) can take you anywhere.
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